Now know who’s calling: Airtel's B2B arm rolls-out 'Business Name Display' solution for enterprises

Airtel’s B2B arm on Monday announced the launch of 'Business Name Display' (BND), a first-of-its-kind solution in India to help enterprises improve customer engagement by displaying verified brand names during outgoing calls.

The telecom arm of Bharti Airtel said the feature is designed to tackle the growing challenge of spam and scam calls, enabling customers to easily identify legitimate calls from businesses.

The move comes in the wake of increased consumer hesitation in answering unidentified or spam-labeled calls, which has also affected genuine business communications.

“Consequently, customers were missing on critical calls from banks, food delivery, courier delivery, hospital for critical doctor’s appointment et al,” the company said in a release.

"The “Business Name Display” solves for this challenge and facilitates a relevant yet safe communication environment enabling end customers to make informed decisions on all incoming calls, which will display the name of the company the call is from,” it added.

According to Airtel, the feature was piloted with over 250 companies across key sectors such as banking, retail, logistics, food delivery and healthcare. These businesses used more than 1.5 million phone numbers to make over 12.8 million calls in the past month, with a significant uptick in customer response rates.

"At Airtel, we are constantly innovating to create a communication experience that is smarter, safer and more transparent," said Sharat Sinha, Director and CEO, Airtel Business. “With 'Business Name Display’, we will be helping businesses establish trust and stand out with every call while simultaneously giving customers the confidence of knowing who is reaching out to them.”

The telecom major said the BND solution will help companies improve brand visibility, foster customer trust, and drive higher engagement. The service is available through Airtel Business’s online portal, where enterprises can register and configure their details.